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NEWELL RUBBERMAID SCORES LAST-MINUTE BOWL AD

Third-Quarter Ad Will Promote Sharpie Markers

CINCINNATI (AdAge.com) -- Newell Rubbermaid’s Sharpie brand slipped a 30-second ad into Super Bowl XL at the last minute in its first-ever advertising on the big game.

The third-quarter ad from Interpublic Group of Cos.’ McCann Erickson Worldwide, New York, shows a theme-park walkabout pirate who couldn’t get the cap off a Sharpie pen to sign autographs because of his hook -- but now can thanks to the new Sharpie Retractable.

Brand campaign in March
The ad won’t appear again until March, when the bulk of the brand’s campaign airs on cable. Independent Empower Media Marketing, Cincinnati, handles media buying.

Sharpie, which also did an “Autographs for Education” promotion in Detroit this week leading up to the game, began marketing around the NFL in 2002. That was when, in a controversial incident, Terrell Owens, the bad-boy wide receiver of the San Francisco 49ers and later Philadelphia Eagles, pulled a Sharpie out of his sock to autograph a football after a touchdown.

Mark Ketchum, who became interim CEO of Newell Rubbermaid last fall, was formerly president of Procter & Gamble Co.’s paper business when Charmin became P&G’s first brand to advertise on the Super Bowl in 2003.